BusinessChallenge:
While KIT KAT owns breaks worldwide, in India the association with breaks is higher with the market leader Cadbury Dairy Milk (Mondelez). Therefore KIT KAT wanted to increase the role and relevance of 'Break' moments in the consumers’ lives, thereby increasing the association of breaks with KIT KAT
CampaignInsight:
People use Twitter to take short breaks and update themselves with the latest trending topics. More often than not, people are already on a break when they’re on Twitter.
#CampaignSummary:
#MyBreak
BREAK CONVENTIONS A unique never-before experience that disrupted users content discovery-consumption pattern, redefining #MyBreak forever!
We came up with a lot of real time hashtag with #MyBreak for this 5 days campaign. Whenever people on twitter are talking about traffic, weather, sports, khel, celebrity birthday, video games etc we picked them and created realtime content.
#MyBreakWithMonday
#MyBreakWithTraffic
MyBreakWithWeather
MyBreakWithVideoGames
MARIO
MyBreakWithKhel
And many more... Some of the realtime creatives are showcased below:
People on twitter actively took part in the campaign and came up with a lot quirky replies and ideas.
The campaign was a success an
won Twitter Aviator Award at San Fransisco, US.
